Ukrainian media agencies unite in call for support from the global market
The Ukrainian media industry has penned a manifesto listing practical ways the global market can offer its support to Ukraine.
Ukrainian-British ad consortium Razmon leads industry call for support
The plea from representatives of Ukraine’s media industry asked for help in tackling Russian misinformation, supporting humanitarian initiatives, and providing employment and business opportunities.
The call to action has been led by the Ukrainian-British agency consortium Razom Group. The group includes agencies Initiative, Havas Media Ukraine and UM Ukraine that in response to the war switched tacts and began providing humanitarian relief supporting evacuations.
Chief strategy and digital officer for the Razom Group Mila Krutchenko initiated the project. She said: “During 3 months of the war, our media market has changed dramatically. We are united in our desire to help Ukraine and stop the aggressor. I believe that the most significant results can be obtained by acting within the framework of my expertise. That's why we focused on the media market and its needs and opportunities.”
The project has been backed by major holding companies including Publicis Ukraine, OM OMD Group and Dentsu Ukraine; media owners like Google Ukraine and Rakuten Advertising; and a cohort of indie agencies.
The manifesto lists seven actions for media businesses: raise awareness about the war, support humanitarian initiatives, create viral creative, do business with Ukrainian companies, employ Ukrainian talent, and stop business with Russia.
“In a crisis situation such as war, the integration of industry is extremely important to solve strategic problems," added Anastasiia Baidachenko, chief executive officer of the trade body IAB Ukraine. She said that employing Ukrainian specialists and giving work to Ukrainian businesses helps pay taxes and supports the economy.
Market competition has ceased in Ukraine, according to the manifesto, now that Ukrainian adland is united in fighting the war. “Save our homeland, our nation, and our culture,” the manifesto said.
Read the full manifesto below.